David Tiltman reports from ICOM on why internet measurement is bunk at:
http://davidtiltman.wordpress.com/2010/03/17/six-reasons-internet-measur...

Six reasons internet measurement is rubbish
David Tiltman
3/17/2010

The greatest fallacy in digital marketing is that the internet is the most measurable medium. It’s not. Yes, it’s the medium with the most data (absolutely phenomenal amounts), but making sense of that data to get a true picture of what consumers are actually doing (ie measuring it) is still far from an exact science.